The Man Behind MADE IN DENA: How One Local Story Sparked a Movement

In Pasadena, a city most known for the Rose Parade and Rose Bowl, there’s another kind of pride growing—a pride stitched into cotton, worn on chests, and spoken in the quiet confidence of those who know where they come from.

That pride lives in MADE IN DENA—a local streetwear brand that’s become much more than apparel. It’s become a symbol of identity, unity, and hometown love.

But to truly understand the impact of MADE IN DENA, you have to know the story of the man behind it—Jason Hardin—a man whose life reads like a blueprint for turning pain into power and struggle into strategy.

A Brand Born From Instability, Hustle, and Heart

Jason Hardin didn’t grow up with stability. Before high school, he had already attended 19 elementary schools, moving from home to home, trying to find safety in a childhood marked by dysfunction, addiction, and uncertainty.

But when he arrived in Pasadena in 1995, something clicked. Pasadena wasn’t just a place on a map—it became home.

“I fell in love with this city,” he said in a previous interview. “It was the first place I didn’t want to leave.”

Even though he was living in Van Nuys at the time, Jason made the daily 2.5-hour bus ride to Pasadena High School because something about that city, that school, and that community just felt right.

That experience laid the foundation for everything that would follow—from his early attempts at publishing The DENA Magazine to launching what would become one of the most recognizable grassroots clothing brands in the city: MADE IN DENA.

More Than a Brand—It’s a Movement

Hardin didn’t start MADE IN DENA because fashion was his dream. He started it because representation was missing.

MADE IN DENA Owner/Creator, Jason Hardin, poses for selfie at the MADE IN DENA headquarters in his old neighborhood in Pasadena, CA.

Too often, Pasadena’s true identity—its culture, its people, its neighborhoods—was reduced to the Rose Parade or tucked behind city limits.

MADE

“Pasadena is one of the most diverse, talented, and culturally rich communities in California,” he often says. “But we don’t always see that reflected in how the city is talked about.”

MADE IN DENA was created to change that. What started as a local clothing line quickly evolved into a cultural statement—a way to wear where you’re from and who you are, with pride.

The brand’s reach now extends far beyond Pasadena. From Texas to Tokyo, people are proudly repping MADE IN DENA gear, tagging the brand in photos that showcase not just streetwear—but identity, belonging, and resilience.

From Homeless to Hometown Hero

The irony isn’t lost on Jason. Today, people wear his brand like a badge of honor. But there was a time when he was sleeping on city buses, homeless, and uncertain if he’d ever get his footing.

After high school, life didn’t get easier. Jason briefly attended Pasadena City College, where he learned graphic design and started picking up freelance work. It was enough to keep his creativity alive—but not enough to keep him off the margins. After losing his father at 19 and with little family support, he navigated most of adulthood with sheer will, sleeping wherever he could and building his skills from the ground up.

He became a self-taught graphic artist, designer, publisher, and community advocate, eventually working in public service and even being appointed to Pasadena’s Senior Commission, where he led initiatives focused on senior mobility, transportation, and representation.

But the real turning point came after one of the hardest chapters of his life.

The Comeback: From Controversy to Clarity

In 2016, Jason found himself at the center of a public controversy involving false accusations and a forced resignation. Local media headlines painted him as a cautionary tale, not the community leader he had proven himself to be.

But rather than shrink into the shadows, Jason did what he’s always done—he created something that couldn’t be ignored.

While fulfilling court obligations and trying to regain a sense of peace, he quietly launched MADE IN DENA, pouring his energy into building a brand that reflected the people, pride, and perseverance of Pasadena.

Around that same time, he co-produced the widely respected documentary PASADENA: Exploring Solutions to Reduce Gang Violence, which premiered to a packed house at the Laemmle Theater and sparked powerful community conversations across the city.

Why People Connect With MADE IN DENA

The success of MADE IN DENA isn’t about viral trends or influencer hype. It’s about community connection.

Each piece of clothing tells a story. Every hoodie or tee represents someone who’s proud of their roots, who’s invested in the future of their community, and who believes in owning their narrative.

This is why local youth wear it with pride. Why city officials respect the brand. Why residents from all walks of life—Black, Brown, White, young, old—support what Jason has built.

Because MADE IN DENA isn’t about where you live—it’s about what built you.

Giving Back Is the Real Flex

Jason uses the brand as a teaching tool. He mentors youth on the business side—design, budgeting, marketing—and helps them explore entrepreneurship in ways schools don’t teach.

“If a kid doesn’t care about T-shirts, I show them the finances behind the business,” Jason says. “If they’re into art, I teach them design. MADE IN DENA is a classroom.”

He also uses proceeds to support screenings, youth events, and community organizations. For him, impact isn’t measured in sales—it’s measured in systems created, minds changed, and futures redirected.

How You Can Support the Movement

MADE IN DENA is a living love letter to Pasadena and Altadena. But like any movement, it needs the community to help it grow.

You can support the brand in the following ways:

✅ Shop Online: www.MadeInDena.com

✅ Follow on Socials: Share the story, tag your gear, and help spread the message

✅ Book the Brand: For pop-ups, school events, mentorship, or collaboration

✅ Wear It Proud: Show the world what it means to be Made in Dena

✅ Donate or Partner: Help expand youth training and creative programs

Final Word: This Brand Is Just Getting Started

Jason Hardin’s story is still unfolding. What began with loss, hardship, and public struggle is now evolving into legacy.

Through MADE IN DENA, he’s building more than a brand—he’s building a platform for empowerment. A reminder that your past doesn’t define you. Your purpose does.

And in a city full of rich history, powerful culture, and untold stories, Jason Hardin is making sure one truth is always heard loud and clear:

"We don’t just live in Dena—We are Dena!"

Explore the full collection and support the movement at www.MadeInDena.com

Follow on Instagram: @made_in_dena

Let’s make sure the world sees Pasadena for what it truly is: home of the hustlers, the healers, and the hometown heroes.